This past spring, advertising agency Colle+McVoy helped the Minnesota State Lottery (MSL) launch its new $5 Hook, Lund® & Sinker Scratch game, creating excitement around the Minnesota fishing opener. The MSL co-sponsored the game with Lund Boats, giving away two fully-furnished Lund fishing boats as second-chance prizes. Any non-winning tickets could be entered for a chance to win one of two boats, complete with trailer and motor.
The “Hook, Lund & Sinker Ice Chest” campaign was a key element of the Scratch game launch. Wrapped ice chests, called “frozen billboards,” were placed at convenience stores and retail locations across Minnesota, targeting fishermen on the way to their favorite fishing spots.
These frozen billboards garnered over 116 million impressions in thirty days and earned Colle+McVoy and the MSL top honors at the 2008 North American Association of State and Provincial Lotteries (NASPL) annual conference, which recognizes the best of advertising, communications and promotional programs. For their ice chest campaign, Colle+McVoy and the MSL walked away with the “Best of the Batch” award, as well as first place in the category of Print Advertising: Retailer Signage/Merchandising.
